D+AD briefs/ISTD briefs/YCN briefs. Choices choices choices.

MWA Identity. What's next?

Its back! another identity thats progressed really well in recent weeks. After the crit feedback given, the potential of the MWA logo/identity hadn't been fully explored in terms of patterns and treatments of the logo itself. Taking the design back to B+W meant experimentation with line weight and subtle colour additions to the designs.

The final final logo (I promise) for Matthew Whatley Architecture. Edges and corners have been subtly rounded and the lower crossbar of the 'A' has been removed, to make a much stronger structure.

Letterhead and compliment slip development to include the repeat pattern created and include the logo and chosen typeface.

Colour treatments.

Sunglasses UK - Identity

Kat Gardner - Identity - Screen potential.

Developing screen based visuals is purely for consideration to the design, and not key to the identity development. If a website is to be produced, it would probably go along the lines of something like this.

Folder dividers used to collect and collate recipes was the original idea for producing headers for the designs, and I just went with it, trying different variations and treatments.

Working with the ribbon patterns created previously, I still feel aren't strong enough in a variety of treatments, aswell as just ribbon so other patterns and colour combinations were created, including the 'rising sun' vector behind the logo, reflecting on her interests.

Kat Gardner - Identity - Placement. Thoughts + Development.

With a logo in place, this stage is a much faster process, (or atleast was) for producing visuals for the identity. Although largely rough drafts of work at the moment, just the beginning of further development.

An a5 recipe card layout, little bit of practice with layout/point size and placement of features. Working off a clean simple approach to the design, making it straight forward to follow. Typographic treatments followed, as a little bit promotional element to the identity.

*Vector based glow applied to the design developed from screen based experimentation. (posted a little later on)

Business card designs came quite easily because I already have a clear idea of what I want to produce, I like the idea of introducing labels/ ribbons to the design to 'tie' everything together.. geddit?

Some experimentation with ribbons/patterns design to manipulate. Using the same effect as the outer logo circle, I manipulated a random pattern to produce a repeat stroke as a starting point, then adding chosen colours.

With packaging in mind, developing visuals for transporting cakes was important, but I felt wasn't necessary to develop new packaging nets. With many successful nets already produced, applying graphics to them seemed like a stronger more cost effective way of having branded material. With nets to be bought depending on the cake order, applying visuals that Kat can do herself seemed like a no brainer. Producing adhesive material to be applied quickly was the direction to take, and will need to be experimented with to see how successful this is. I do have a few ideas for completely original packaging nets, and will be explored with suited/time available.

Kat Gardner - Identity - Development - Colour

Colour! the introduction of colour should develop the design much further, and hopefully not being too complicated work on a variety of scales. I learnt from a previous identity (MWA) that applying too many tones and colours to a design, just loses the justification and effectiveness of the design.  

The spiral added to the design adds a little more depth without over complicating the design, with a little more subtle detail to the design. The colours decided are collected from various colour combinations and pastel colours related and associated with the target audience and field, delicate and simple, relaxed and approachable. Blues and turquoises in addition give a feminine feel, but not too much ignore a wider audience.

With 4 colourways decided on the logo, development further now is needed to take this brief further. This being one of the most successful identity briefs so far, it would be strange to stop now without exploring other printed potential and consider screen. Website layouts? packaging/bags/boxes for cakes? applying to stationery?

New Statement of Intent.